Bubblegum Club

Tag: Born Out of Boredom

  • Born Out Of Boredom Zine launch and AW17 video lookbook

    The brand Born Out Of Boredom is a relatively new baby in the South African fashion scene, having only started early last year.  Thinking back to the first set of tees and the lookbook he put together, BOOB founder Shakes describes it as embodying who the brand imagines as its fans – the “young, careless and laidback.”

    Shakes hopes to take the brand to all parts of the world. “Boredom is a universal language,” Shakes states, “I just happened to think of it as a brand name for absolutely anything that I wanna do.”

    The BOOB AW17 collection was inspired by Childish Gambino’s latest studio album Awaken, My Love! and the Quentin Tarantino crime thriller, Jackie Brown. Taking a different direction with the presentation of the lookbook, BOOB has created a video which will be screened at Hectic on Hope (Evol) on the 24th of June. There is no official name for the collection, but Shakes would have called it “come vibe with me”. This invitation comes across clearly in the images put together in their lookbook, with models photographed hanging out, acting young and carefree. This mirrors the clothes in the collection – comfortable but cool.

    In addition to the video lookbook, BOOB has created a zine which attendees will also be able to check out on Saturday. “I really dig print,” Shakes explains, “It just has a way of making things seem more intimate and I reckon print comes with some form of sentimental value.”

    Shakes left me with the words, “It’s my party. Come do what you want.” So the 24th is sure to be a good time.

    To keep up with BOOB check them out on Tumblr and Instagram.

    Born Out Of Boredom AW17 lookbook

    Photography, styling & direction by Shakes

    Models: Julia and Saskia

     

    AW17 Video lookbook

    Styled by Decaf Steve

    Directed by Shakes

    Shot and edited by Avi and Josh

    Models: Faith and Sisipho

     

    Zine

    Illustrator/Graphic Designer: Ruan Ferreira Coetzee

    Illustrator: Mieke

  • Born Out of Boredom – Apathy and Glamour

    People are more saturated with popular culture than ever before. Through Facebook, Instagram and Twitter we are constantly bombarded with the antics of the rich and famous. Celebrities have dramatic break-ups on social media, cause firestorms of outrage with offensive statements and throw shade on their rivals- all in real time.  But through such overexposure, popular culture runs the risk of losing a fundamental glamour and mystery. A tawdry example is provided on the social media of people like 50 Cent and DJ Khaled. Covered in money and diamonds, their efforts to convey the message of success instead become meme punchlines.  When you show everyone all aspects of your life, your image goes from being legendary to boring.

    Nqaba Fatman, has been exploring this mix of fascination and apathy with his new street wear label Born Out of Boredom.  The label started from a professed love/ hate relationship with popular culture. It began with his Instagram feed, which is curated to highlight tedium and lack of interest.  Listing its main theme as ‘social anxiety’, @shakesbored shows Nqaba and his friends trying to stay awake through the banal events of everyday life. However, the atmosphere of apathy is misleading. The photos and images are expertly framed and styled, giving the work a casual glamour. With this foundation in place, Born Out of Boredom has now joined a wave of DIY designers coming off the internet.

    Its first collection dropped in February this year, with a limited collection of t-shirts. Their slogan captures the label’s ironic ethos- NOTHING INTERESTING. WEARY AND UNINTERESTED. SENSIBLITIES ALWAYS FOREVER.

    And just in time for Winter it has released a second collection of long sleeves and hoodies. The accompanying photos (shot by Liam Volschenk) position models in a humble suburban home. This makes the stark red and blacks of the clothes stand out, and it shows the label as a source of durable and stylish street wear.  In the age of overshare, the laid back quality of Born Out Of Boredom speaks volumes without having to raise its voice.

    look-6

    look-7

    look-13

    Photographer: Liam Volschenk
    Stylist and director: Nqaba Shakes Fatman
    Models: Nikho Rudah and Lucas Carr
    Assistants: Isabella Vernes and Larissa Armstrong